Tasked with helping IKEA build a stronger relationship with members of the IKEA FAMILY, the campaign, created by LIDA, sees a cross-stitched ‘email’ sent in the post to a targeted group of the member base.

Through a continuous test and learn process, LIDA discovered that members are more valuable when opted in to both direct mail and email communications, but there was one customer group in particular that created an opportunity not to be missed. The highest value segment within IKEA FAMILY members were seen to be significantly more valuable when they received direct mail in combination with timely, relevant and inspirational emails on a regular basis.

As IKEA FAMILY’s most valuable members, LIDA wanted to create something extra special for them in exchange for their email address. Something that would show they are valued and appreciated customers, but also act as a reminder that IKEA aren’t like other retailers – and neither are their communications. So LIDA had to think outside the box in order to get IKEA FAMILY emails to the inbox of these members and came up with the first cross stitched email.

The tactile cross stitched DM is a unique and memorable way to communicate an opt-in message. It featured a unique URL prompting recipients to go online, update their details and receive a £5 coupon to use in-store.